Inika

A. INTRODUCTION
INIKA is an Australian all natural make up brand with a global reputation in the field of eco-glam cosmetics. INIKA was created in 2006 by two working mothers that, driven by their personal journey towards a toxic free living, wanted to introduce the world a new era in cosmetics where an exclusively natural range of makeup products and unsurpassed performance combine to offer a natural and ethical choice in beauty. The result of their idea is INIKA the perfect solution for all women who love to achieve a long lasting flawless result but also want to use natural cosmetics that do not contain suspect ingredients (Thriving Healthy Women Network 2010).
As today global consumers are more aware of the possible damages caused by synthetic chemicals in personal care products and choice for a healthier and greener lifestyle, INIKA natural and mineral makeup is enjoying a worldwide boom and draws a celebrity fan base including Stella McCartney, “Bones” actress Emily Deschanel, and other Australian personalities (INIKA 2010).
INIKA, which means earth in Hindi, differs from the competition for the purity of the cosmetics’ ingredients that meet the standards set by the European Union Directive 76/768/EEC to be free of chemicals that are known or strongly suspected of causing cancer, mutation or birth defects. All products are made of Australian rocks’ crushed minerals and their dense pigments permit to cover any type of skin without clogging pores or any irritation. This is the good news for all women around the world with sensitive skin conditions, allergies or for those who simply want a more natural product. INIKA’s mineral makeup is recommended by dermatologists and cosmetic surgeons because they are completely free from harsh chemicals, nasty preservatives or fillers. INIKA’s products are also all 100% certified Cruelty Free and one of the few 100% Vegan make up brand on the market (INIKA 2010).
INIKA stands out not only for the high quality of its...